#soirritating

There is a lot of talk in Digital Marketing ‘land’ at the moment about the recent campaign by US Shaving Gel ‘Edge’ where, similar to KLM’s Social Surprise Experiment, they offer random acts of kindness to users of Twitter in order to create a buzz around their brand.

Edge, owned by Energizer Holdings, have created an ‘Anti-Irritation Zone’ campaign (obvious brand tie-in to their product benefits) aimed at helping people with the everyday irritations of life.

In the beginning a small team literally read through thousands of tweets to find any where people mentioned being ticked off about something, and then selected ones which they could help with – such as sending the guy who had run out of cereal enough cereal to last him a very long time, and sending the woman who complained about having Spanish voices in her head a Spanish-English dictionary.

Since September they have sent out over 200 ‘anti-irritation’ gifts and the #soirritating hashtag has now grown into thousands of tweets by people desperate to be chosen (I am #soirritated that my car is not an Aston Martin, and #soirritated that I don’t own a private Caribbean Island).

“One of the top things is really resource commitment, and really understanding that in order to have the frequency and the level of engagement required to talk with people in a meaningful way, it takes time,”

explains Andrew Foote, senior vice president of Edelman Digital.

However, one thing that I find really ‘irritating’ about this whole campaign is their failure to focus on the basics. Their website is TERRIBLE! There is no mention at all of the campaign, and the flash interface is just really….well…irritating! Just goes to show that no matter how great the idea, you’ve got to sort out some basic housekeeping before doing anything else.

What they have done, however, is focus on key websites and blogs to advertise the campaign, and to create a sponsored area on the Funnyordie website where people can upload their own videos allowing them to publicly vent their frustrations. Nothing I could find on YouTube though, which is a little odd?

No denying that they have got a lot of people talking about them – I wonder how well it’s working in the US to sell more of their product and strengthen their brand?

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